Aviva Pinchas Product Lead for the WooCommerce Marketplace @Automattic

The people behind WooCommerce stores WooSesh 2018

The people behind WooCommerce stores 12 surprising findings about WooCommerce users WooSesh 2018

Who are the people behind WooCommerce? The question

How many stores are out there? Where are they from? Part 1

How many stores are out there? 4M+ Active Installs

How many stores are out there? 250K Tracked Active Stores

How many stores are out there? Growing

How many stores are out there? +50% year-over-year

Where are they from? Surprise! 1

Where are they from? Surprise?

What kinds of stores run on WooCommerce? Part 2

● Survey to existing WooCommerce.com customers ● Our aim was to get better, richer, deeper, more nuanced mental models of who buys on WooCommerce.com ● This may not map 100% to the ecosystem, but we believe it’s directionally accurate ● Separate questions for Store Runners / Managers and Store Builders About the Survey

Woo Marketplace customers are DIY Builders creating stores with complex products across many verticals

Woo Marketplace customers are DIY Builders creating stores with complex products across many verticals

Type of Store

Type of Store

Woo Marketplace customers are DIY Builders creating stories with complex products across many verticals

Industries Less likely Business Owner -Charity & Causes -Construction & Industrial Store Builder -Other More likely Business Owner -Other Store Builders -Charity & Causes -Construction & Industrial -Professional Services -Travel & Leisure Business Owner Store Builder

Who makes and runs WooCommerce stores? Part 3

Woo Marketplace customers are DIY Builders creating stores with complex products across many verticals

Customer Types for our Marketplace

Four Types of Users ● Established Business Owners ● eCommerce Newcomers ● Agencies ● Assemblers

Established Business Owners What makes them unique: ● Physical presence: Has a brick-and-mortar store or may host events ● Time-based products: More likely to offer appointments, rentals and reservations and tickets ● Industry: More likely to be in Electronics & Computers and Health & Beauty industries Business details: ● 2-3 employees (37%), or 4+ (39%) ● 5+ years in business- a third have been in business more than 10 years ● May have a dedicated website person/team Priorities: reaching more customers & getting more efficient Spends more time on: running promotions

Established Business Owners What makes them unique: ● Physical presence: Has a brick-and-mortar store or may host events ● Time-based products: More likely to offer appointments, rentals and reservations and tickets ● Industry: More likely to be in Electronics & Computers and Health & Beauty industries Business details: ● 2-3 employees (37%), or 4+ (39%) ● 5+ years in business- a third have been in business more than 10 years ● May have a dedicated website person/team Priorities: reaching more customers & getting more efficient Spends more time on: running promotions 2

Established Business Owners What makes them unique: ● Physical presence: Has a brick-and-mortar store or may host events ● Time-based products: More likely to offer appointments, rentals and reservations and tickets ● Industry: More likely to be in Electronics & Computers and Health & Beauty industries Business details: ● 2-3 employees (37%), or 4+ (39%) ● 5+ years in business- a third have been in business more than 10 years ● May have a dedicated website person/team Priorities: reaching more customers & getting more efficient Spends more time on: running promotions 3

Established Business Owners What makes them unique: ● Physical presence: Has a brick-and-mortar store or may host events ● Time-based products: More likely to offer appointments, rentals and reservations and tickets ● Industry: More likely to be in Electronics & Computers and Health & Beauty industries Business details: ● 2-3 employees (37%), or 4+ (39%) ● 5+ years in business- a third have been in business more than 10 years ● May have a dedicated website person/team Priorities: reaching more customers & getting more efficient Spends more time on: running promotions 4

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eCommerce Newcomers What makes them unique: ● Their entire business is online ● Physical goods only, paid for at checkout. ● If move beyond this, it’s often to recurring payments and/or digital products. ● Industry: More likely to be in Fashion & Apparel and Art, Music & Photography industries Business details: ● Lone-preneur - no employees ● In business for less than a year (31%) or 1 to 5 years (47%) Priorities: reaching more customers Spends more time on: adding and updating products

eCommerce Newcomers What makes them unique: ● Their entire business is online ● Physical goods only, paid for at checkout. ● If move beyond this, it’s often to recurring payments and/or digital products. ● Industry: More likely to be in Fashion & Apparel and Art, Music & Photography industries Business details: ● Lone-preneur - no employees ● In business for less than a year (31%) or 1 to 5 years (47%) Priorities: reaching more customers Spends more time on: adding and updating products 5

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Agencies What they do: ● Offer custom coded solutions ● Advise clients, who make the final decision ● More likely to offer Marketing services Business details: ● Worked on at least 10 projects last year ● Have likely tried a variety of other platforms

Agencies What they do: ● Offer custom coded solutions ● Advise clients, who make the final decision ● More likely to offer Marketing services Business details: ● Worked on at least 10 projects last year ● Have likely tried a variety of other platforms 6

Agencies What they do: ● Offer custom coded solutions ● Advise clients, who make the final decision ● More likely to offer Marketing services Business details: ● Worked on at least 10 projects last year ● Have likely tried a variety of other platforms 7

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Assemblers What they do: ● Combine and configure themes, extensions to serve clients ● They make the final technology decisions on behalf of clients Business details: ● Worked on less than 10 projects last year ● Likely haven’t tried other platforms Surprise: slightly more likely to be women

Assemblers What they do: ● Combine and configure themes, extensions to serve clients ● They make the final technology decisions on behalf of clients Business details: ● Worked on less than 10 projects last year ● Likely haven’t tried other platforms Surprise: slightly more likely to be women 8

Assemblers What they do: ● Combine and configure themes, extensions to serve clients ● They make the final technology decisions on behalf of clients Business details: ● Worked on less than 10 projects last year ● Likely haven’t tried other platforms Surprise: slightly more likely to be women 9

Client Revenue 10

Builders & Experience Segment 3: Agencies Segment 4: Assemblers No experience Little experience Some Experience Average Experience Advanced Experience Configuring plugins .7% 1.4% 7% 22.38% 68.53% Configuring themes .35% 1.75% 4.9% 18.88% 74.13% Writing PHP code 2.1% 8.39% 15.73% 30.42% 43.36% Writing HTML/CSS code .7% 2.1% 3.5% 14.69% 79.02% Writing JavaScript code 7.69% 9.79% 19.58% 28.67% 34.27% Working with the WordPress REST API 20.98% 25.52% 19.58% 18.88% 15.03% Working with the WooCommerce REST API 26.57% 27.97% 17.48% 18.43% 11.54% No experience Little experience Some Experience Average Experience Advanced Experience Configuring plugins .4% 3.61% 6.83% 35.24% 53.82% Configuring themes 0% 1.61% 8.43% 29.32% 60.64% Writing PHP code 16.87% 28.31% 34.54% 15.66% 4.82% Writing HTML/CSS code 4.02% 7.23% 17.27% 36.55% 34.94% Writing JavaScript code 32.13% 32.93% 20.08% 11.65% 3.21% Working with the WordPress REST API 55.42% 29.32% 10.04% 4.42% .8% Working with the WooCommerce REST API 60.24% 27.31% 8.03% 4.02% .4%

Builders & Experience Segment 3: Agencies Segment 4: Assemblers Implications: These users will likely struggle with anything beyond configuring plugins and themes No experience Little experience Some Experience Average Experience Advanced Experience Configuring plugins .7% 1.4% 7% 22.38% 68.53% Configuring themes .35% 1.75% 4.9% 18.88% 74.13% Writing PHP code 2.1% 8.39% 15.73% 30.42% 43.36% Writing HTML/CSS code .7% 2.1% 3.5% 14.69% 79.02% Writing JavaScript code 7.69% 9.79% 19.58% 28.67% 34.27% Working with the WordPress REST API 20.98% 25.52% 19.58% 18.88% 15.03% Working with the WooCommerce REST API 26.57% 27.97% 17.48% 18.43% 11.54% No experience Little experience Some Experience Average Experience Advanced Experience Configuring plugins .4% 3.61% 6.83% 35.24% 53.82% Configuring themes 0% 1.61% 8.43% 29.32% 60.64% Writing PHP code 16.87% 28.31% 34.54% 15.66% 4.82% Writing HTML/CSS code 4.02% 7.23% 17.27% 36.55% 34.94% Writing JavaScript code 32.13% 32.93% 20.08% 11.65% 3.21% Working with the WordPress REST API 55.42% 29.32% 10.04% 4.42% .8% Working with the WooCommerce REST API 60.24% 27.31% 8.03% 4.02% .4%

Builders & Experience Segment 3: Agencies Implications: Even ‘advanced’ users are not very familiar with the REST APIs Segment 4: Assemblers No experience Little experience Some Experience Average Experience Advanced Experience Configuring plugins .7% 1.4% 7% 22.38% 68.53% Configuring themes .35% 1.75% 4.9% 18.88% 74.13% Writing PHP code 2.1% 8.39% 15.73% 30.42% 43.36% Writing HTML/CSS code .7% 2.1% 3.5% 14.69% 79.02% Writing JavaScript code 7.69% 9.79% 19.58% 28.67% 34.27% Working with the WordPress REST API 20.98% 25.52% 19.58% 18.88% 15.03% Working with the WooCommerce REST API 26.57% 27.97% 17.48% 18.43% 11.54% No experience Little experience Some Experience Average Experience Advanced Experience Configuring plugins .4% 3.61% 6.83% 35.24% 53.82% Configuring themes 0% 1.61% 8.43% 29.32% 60.64% Writing PHP code 16.87% 28.31% 34.54% 15.66% 4.82% Writing HTML/CSS code 4.02% 7.23% 17.27% 36.55% 34.94% Writing JavaScript code 32.13% 32.93% 20.08% 11.65% 3.21% Working with the WordPress REST API 55.42% 29.32% 10.04% 4.42% .8% Working with the WooCommerce REST API 60.24% 27.31% 8.03% 4.02% .4% 11

Customer Types for our Marketplace

Customer Types for our Marketplace 12

Who are the people behind WooCommerce? The question

Business owners and Store Builders around the world (esp. Europe!) The answer

Established business owners with retail locations, offering reservations or appointments The answer

eCommerce newcomers branching out into subscriptions The answer

Agencies advising clients on technology and marketing The answer

Assemblers who make decisions for their clients The answer

All of the above :) The answer